New Audi S5 Coupe campaign pits man against beast

Audi is launching a new ad campaign for the 2018 S5 Coupe, slated to hit dealerships this spring. The ad, titled “Monster,” was released Friday by ad agency Venables Bell & Partners targeting thrill-seeking drivers.

The Western-themed ad opens with the vehicle on a winding road leading up to a dilapidated arena. Contained within the wooden gates is a snuffling, horned animal. Engine revving, the S5 rolls up to the site of a rodeo. The driver exits the vehicle to approach a feral bull, raising one hand to quell the beast.

The animal kneels while an audience of men in cowboy hats look on approvingly. The ad ends when the line, “Progress is never backing down,” flashes across the screen.

According to an email statement supplied by a spokesperson, the campaign plays on the notion that in order to tame a monster, you have to unleash one of your own. The ad will run until March 26, and air during the NCAA basketball championship week on ESPN.

This launch comes after Volkswagen’s luxury brand said earlier this month at the NADA convention that it plans to sell more than 12 new or updated products in 2017, the largest in years. Scott Keogh, president of Audi of America, said during the meeting that a redesigning of the A5 model, the S5’s counterpart, was in the works.

Sales of the Audi A5/S5 in the U.S. dropped 35 percent to 8,354 vehicles in 2016. January sales of the A5/S5 were only 304, compared with 591 in December. Audi’s U.S. sales, despite the ongoing emissions cheating scandal with parent Volkswagen, grew 4 percent in 2016 to 210,213 vehicles in a market that gained 0.3 percent overall.

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